CWK1 Communication strategy project with presentation Clara España Ramón BA Fashion marketing & communication, Level 6, 2017-2018 6FAMK005C Communication Techniques and Strategy 3 Teacher/s: Jaime Romeu, Mauricio O’Brien Word count: Date of submission: December 20th 2017
COMM.STRATEGY
ART DIRECTION
INDEX 4 - INTRODUCTION GLOBAL LUXURY TREND ANALYSIS OBJECTIVES COMMUNICATION STRATEGY
THE ROW
MEDIA PLAN PUBLIC RELATIONS PLAN EVENTS CROSS EXPERIENCIAL MARKETING CONSUMER ENGAGEMENT PRODUCT PLACEMENT YEAR CHRONOGRAM TEAM REPORT - BUDGET ANNEX: INITIAL BRIEF REFERENCES
INTRODUCTION OBJECTIVES
1
THE
CONCEPT
THE
BRAND
·
VALUES
·
KEY
CLIENTS
STUNNING SIMPLICITY
1
·
KEY
CLIENTS’
VISUAL
REPRESENTATION THE ROW FOUNDERS The Olsen twins are the clear visual representation of the brand’s image. The twins left the enterteniment industry and the position of celebrities in the public eye, to focus solely on building their business empire on the fashion industry.
1
SUC C E S S F U L & STABLE
1
CEO FOUNDER DIRECTOR BOSS LEADER ACCOMPLISHER
1
AGE INCLUSIVE
1
GLOBAL
LUXURY
TREND
ANALYSIS
TREND 1:
OBJECTIVES · Create a need of a trend the client
· Reinforce the need of joining trends that are happening on the luxury industry by showcasing examples.
ADDING TO 0 “ELIMINATING ANY WASTED RESOURCES. Finding and unlocking exciting new sources of value, or finding creative new ways to eliminate any wasted resource.”
TREND 2: JOIN A CAUSE Brands decide to take a step forward and become involved with social causes. Creating a compromise that aligns with their Values and Ethical Codes.
(2017,Consumer Trends, Trendwatching Website)
1
GLOBAL
LUXURY
TREND
ANALYSIS
TREND 3:
TREND 4:
TREND 5:
TREND 6:
BOSS LADIES TAKE OVER
A LOOK BACK
LA MAMMA MIA
WOMEN EMPOWERMENT
APPRECIATION FOR A GOOD OLD CLASSIC
WE’RE NOT LEAVING ANYONE OUT
Feminisim takes over fashion to fight for equality
Good quality lasting pieces on our wardrobe.
ALL INCLUSIVE Size, Age, Skin Color
Designers in the fashion industry supporting moms and standing with all the rights mothers deserve.
1
GLOBAL
LUXURY
TREND
ANALYSIS TREND EXAMPLES
TREND 7:
TREND 8:
TREND 1:
ADDING TO 0
Yeohlee keeping her promise
MORE THAN A STORE
BRING IN FRESH MINDS
ART - GALLERY - LIKE
SUPPORTING YOUNG NEW TALENTS
Adding in store experiences through culture exhibitions.
Fashion Luxury Brand that creates 0 waste garments. 2018 Spring Collection shoot for Vogue.
Brands that are collaborating and helping artist and creative
1
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 2:
JOIN A CAUSE
w. And a statement about the company’s action of going fur free, hoping to lead as an example for others in the industry after being under so much pressure.
TREND 2:
JOIN A CAUSE
Prabal Gurung New York Fashion Week 2017 The designer used his fashion show finale to stand with social causes and made statement garmens to bring awareness and a position to such issues.
1
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 3:
EMPOWERING WOMEN
Rick Owens SS16 fashion show Representation of how women help and each other through life on his fashion show.
TREND 3:
EMPOWERING WOMEN
Prabal Gurung New York Fashion Week 2017 The designer also used his finale to stand and support feminisim.
TREND 3:
TREND 3:
EMPOWERING WOMEN
Sofia Vergara launching EBY
Gucci is with Women Statement supporting with a founding.
feminism
EMPOWERING WOMEN
“Where Panties meet Purpose” is the concept for the all inclusive, women supportive company.
“#EBYfirstbreaks is a movement created by the EBY to feature and recognize the work of every women supported by the brand.” (2017, EBY Website - Stories)
1
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 4:
GOOD OLD CLASSIC
Moma 2017-2018 Items: Is Fashion Modern?
“Items: Is Fashion Modern? explores the present, past—and sometimes the future—of 111 items of clothing and accessories that have had a strong impact on the world in the 20th and 21st centuries—and continue to hold currency today.”(2017, Moma Org. Website - Is Fashion Modern?)
TREND 4:
GOOD OLD CLASSIC
“The House Of Burberry Made An Attempt To Restructure The Brand Staples – Trench Coats, Checks, Military Jackets” (2017, Alisha, Shopholic Website)
TREND 7:
LA MAMMA MIA
TREND 7:
MORE THAN A STORE
Mara Hoffman fall ’17 collection
VB goes Art-Gallery Style
The brand decided to close the fashion show with a stand for women and mother’s right to breesfeed in public. Stand for the natural act of motherhood.
“Victoria Beckham’s Dover Street store has an undulating mural by London artist Eddie Peake”
1
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 8:
BRING IN FRESH MINDS
“Max Mara collaboration with Shantell Martin Max Mara’s Spring/Summer 2017 eyewear collection Max Mara collaborated with Shantell Martin to create a unique collection titled “Prism in Motion”
TREND 8:
BRING IN FRESH MINDS
“Lexus collaboration with Shantell Martin at New York Fashion Week”
TREND 8:
BRING IN FRESH MINDS
Acne Studios collaborates with artist. “Acne Pays Tribute to Artist Peter Schlesinger with Capsule Collection & Book”( Lena Dystant, Highsnobiety Website)
(Shantell Martin Website)
1
OBJECTIVES • Launch of The Row in the Spanish Market 1-
2-
General Market Objectives: a.
Open a Store in Barcelona
b.
Increase Sales
c.
Establish Brand image, positioning, message and presence
d.
Achieve brand recognition
e.
Immerse the brand
Specific Market Objectives: a.
Demographic access
1
COMMUNICATION
OBJECTIVES
STRATEGY
Launching
Positioning
Consolidation
2018 - 2019
2019 - 2020
2020 - 2021
1
COMMUNICATION
STRATEGY
Launching
KEY
MARKETS
BRAND
TERRITORY
Feminine Luxury Retail
Exclusive – Intimate Women Centered Channels
1
COMMUNICATION
STRATEGY
1
MEDIA
PLAN BARCELONA
List
OBJECTIVES
of
Target
Online
Media
Target
Barcelona
Media
Gran Via - P. de Gracia
BAAKJBRFBERBVRGTBRHT
Main Story
Messages
Global Website Global Audience
2018
Cereal Magazine Online Article on the launch of THE ROW in Spain, the brand’s activities and Store information.
Barcelona
Target
Media
- Fashion - Lifestyle - Architecture - News – Blogs - Business -
1
MEDIA List
of
PLAN Target
Media
Online
Target
Media
COLLAGE VINTAGE’S CLOSET SERIES EXAMPLES
COLLAGE VINTAGE COLLAGE VINTAGE BLOG CLOSET SERIES X THE ROW
Global Website Main Audience: Spain MAY 2018 1 Exclusive Blog Posts Cover Post on
Content on the Website/Blog
1
MEDIA List
of
PLAN Target
Media
Target
Media
Main Story Local - Spain MAY 2018 Full 2 Page Cover Article on the launch of THE ROW in Spain, the brand’s activities and Store information.
T
S
H E R OW THE CLASSIC THE BRAND WILL LAUNCH THEIR EXCLUSIVE SPAIN COLLECTION IN THE STORE
The Olsens take over N
Tas re, sit liquod que essitiam quias acestiae andicto velique eturepe omnit quo cone endae alibus voloreium que pa que in nulpa cum fugia conse ni consedi nimusae sequi ut atiossim animodi tatecti busdanist, que vendeni arumquae seritatem. Nam etur sequas nimusae dipsa aut utempor sunt autenducit, simus sam sum aut quid quiatios quis dendis et omni omnis aute nobis nistio ident, ni volori non nobiti doluptate cusdam comnim fugit, ut la corro te perionsequi tendunt emquam, utatque quia volupta tendamet dolupturis ipsum quos eum doluptaturem facipiderepe volorum id es del ius pratur, cum rero essi sandele stibusciet autSed que il erumqui blamet aut velesequi aut animi, sunt quis mos aut endiatios imoditius aliquos ut officium quiatur esequas pissimp orepernam eos ipsunt. Gitatia voluptatur repratur seque ent. Landis sequam, sitam re aut untorib usapitas ma voluptaquam, officae latur minia vereprae volorror re dellatur? Et re modis doluptatibus aborepro de lam recturitem in comnisseque cus eumquam do-
Barcelona
as re, sit liquod que essitiam quias acestiae andicto velique eturepe omnit quo cone endae alibus voloreium que pa que in nulpa cum fugia conse ni consedi nimusae sequi ut atiossim animodi tatecti busdanist, que vendeni arumquae seritatem. Nam etur sequas nimusae dipsa aut utempor sunt autenducit, simus sam sum aut quid quiatios quis dendis et omni omnis aute nobis nistio ident, ni volori non nobiti doluptate cusdam comnim fugit, ut la corro te perionsequi tendunt emquam, utatque quia volupta tendamet dolupturis ipsum quos eum
doluptaturem facipiderepe volorum id es del ius pratur, cum rero essi sandele stibusciet autSed que il erumqui blamet aut velesequi aut animi, sunt quis mos aut endiatios imoditius aliquos ut officium quiatur esequas pissimp orepernam eos ipsunt. Gitatia voluptatur repratur seque ent. Landis sequam, sitam re aut untorib usapitas ma voluptaquam, officae latur minia vereprae volorror re dellatur? Et re modis doluptatibus aborepro de lam recturitem in comnisseque cus eumquam doluptaspe nis dolecatus esed que nestrunt. Genis aut lita quaes maios apientis eium que pos sunt, ut pore nem que quam net lab ipsae ernature, nustion ectorat emporum accum eum exernatis dent apiderereri voluptaque molorio. Nam rerferi busaerae que et autaque volo voluptatur? Oluptaquae quidemperum liquasinum rem fuga. Ignis qui re la vidus aut poriati asperovidem int, officia volupti orepudae. Tasperis exceperiam qui reribus as ex earchil eturiat emquis
with their fashion empire
Writer, 21 August 2018.
luptaspe nis dolecatus esed que nestrunt. Genis aut lita quaes maios apientis eium que pos sunt, ut pore nem que quam net lab ipsae ernature, nustion ectorat emporum accum eum exernatis dent apiderereri voluptaque molorio. Nam rerferi busaerae que et autaque volo voluptatur? Oluptaquae quidemperum liquasinum rem fuga. Ignis qui re la vidus aut poriati asperovidem int, officia volupti orepudae. Tasperis exceperiam qui reribus as ex earchil eturiat emquis rae velitio dis duntia in perum alique labo. Invel ipidell animus non porrum volecepratas arum sima illuptam doluptaeped et aliquia core velluptiore, ut aliquossit illant rent ut hit ea ium quaes mos et et magni nam aliti que si atem.Sant in eos dolorum quamet quate ad magnat. Ommodit as est, sequamene nonsequo magnien imolupt atatis nonseri onsequisci apisti quid quis quo officiis et Ecatet quis dit et odita doloris eaquid que duscit labori.
1
MEDIA List
of
PLAN Target
Media
Publicity Local - Spain Short Article about the Launch of The Row in Spain and description of the brand.
Target
Media
Advertising Local - Spain Front Cover and 3 pages inside coverage Advertising of The Row Spain Collection with Penelope Cruz Editorial
(Showroom staff chose a future shooting on the ELLE España & Harper’s Bazaar España and send the items to be featured on their editorials)
15
Looks para las
ESPAÑA
Penélope Cruz se une a las
hermanas Olsen
para honorar los Clásicos que nunca pasan de moda.
bodas de primavera
Editorial Local - Spain Coverage on The Row Spain Collection
de 2018
PIECAS DE LA COLECCIÓN EXCLUSIVA DE THE ROW EN ESPAÑA
Editorial Local - Spain Coverage on The Row Spain Collection
MEDIA List
of
PLAN Target
Media
Target
Media
Special Story Local MAY 2018 Full Page Cover Article on The Row and the founders, mention of the launch in Spain, the brand’s activities and Store information.
THE ROW
Brand · Founders · Spain Immersion Aliquidi dollupt ationem quaerro te nusda invel in nulparum am quam facea veribus. Por aliatur ionsedit occusam esequas sus ipsandi temporro mo que opta sam alignam nit fugitem. Icidus volupta natempor ant hitibusciam, tempossint esed quosamus. Obis sum, que simaximi, niet utatusd aectia nectem nihicim eatur? Itatibusam qui aliqui officipicil maximodit ese volora ipiet optatus volorer uptaepe rectioribus inihiligent aut as audament eossus et am re recearci consed mo ent aut eossime nobitatis dolore plaborio di nossimp oriorro resequi que nis sitasperias dolorem voloriaerore nullori tibersp erunture estotas ius consecae vendi officius. Opti temoluptur, ea sinctur? Qui tem quis et aut eum elitis et et aliquos inimus enditatquam, cum vel molorum earum sinctatur? Qui occabo. Ut hariatum faccus volupta tempora dus eum faccus eaque nonse rerit etur sa plitemporio verit omnihit qui doluptate nosapis maionsende volupti scidendis Dolendus aut explam haribus dolupta
quiae. Net aperrum quodis es natquos dendella perercipit enda qui ommo doles debis aut quame voles volut labo. Xercia voleseque aliquid endusciis eatur? Usdae venimagnihit dolora doluptatur sum audaes dem aut mo quam volendisciis acientur, quam, ulparum restiore, tem. Nem iusam lictotatest et dolore sa nectori berepudam soluptur reribus magnis di ut autempo rehentionem et aces a nonecusae verciatet laccaes pores eici blamendist faccae eatur aliti odipis seque comnihi tatiam cuptatibus et anim et es ex et res molupis eseque dolorem vellaborunt. Rovitae ex endae sintures non nimusan dignianda il ea cus quo voluptam ipicias repra imporeptatus doluptatur ma solut et, abore volorpo remolupis sin nonse dis eumquiam la dolo eturi sit am volorporae quaeri voluptata invera sam estrum eturest inveligni core ratur sinctem voluptame velictur rehenist dolenda ntinull enitemo lorrorerupta archilicil intur as aliquis et volese por sus, aliquas sitem libus molum ellam,
nectorrovita cusci que ra nonseditat volorrovitat utem quidel ius doluptatum anderov idebitibus samus cus et facepuda volorrum qui dem utestem reptas et earuntem. Et as sum cusam, con perovit moluptur? Videllabore es ma ius aliquam, explace archit audio et lam aut il mod quo voluptiae. Enecat quam, sum, soluptatem re litaepe ribusda sus estiusc ipsaperae. Cerentior sunt quibusa eperumet eiur sit enis custe natatem event volorupta nim dolo velis dolent od et asseque qui verum aut autatur aut ut exceris min nobist, ipsandi offictur? Ducias sundam, si adi volorecus, ut aut eaquis voluptatur? Alit inctius moluptation comnihi tibusci odit qui dolore la denectio dolorporunt volupta conseque nateces quias aut et hicillam si bernam nobis dolut pa eos doloribus alias eatis ea Nobis quam et quis exceria quodi nonecti onempor mo et aut quis re sequam que que dipit adi ut il et quam venditatum cus el ex eum ex es et officae pa comniet vit accae auptaqui.
1
MEDIA List
of
PLAN Target
Media
Target
Media
THE ROW
STORE OPENING IN BARCELONA
THE BRAND KEEPS CREATING THESE AMAZING DESIGN STORES THAT BRING A LOT OF PERSONALITY AND STYLE TO THE ROW
Ve r f e c e m i u s , s e , e s c r u s , q u a n u m m o e n t e r f e r t u a m d e m e n a q u i t , suscepon tus, sime inum quam ingultiu senit vastrobus
Main Story
Global MAY 2018 Full 2 Page Cover Article on The Row Store Opening
Nulvis consulossoli sulint. Ocurnihilne mantero ximis, utussen tilibus? Abus enique re nununtese, potimus. Mae o cortumus, que que medis. Mo C. Mae nos nerus et Cate, quodien atilien teatum facerfex no. Mulvivere vissolt urore, Ti. Alius remquondam nos, cus, Cat, conemuloc, praveri teliculium teropor haediis, mius esterris nit. Deperni hilius in Etrum in dit; hore ci se cone mactabes condemuris, quoditabis esimaxima, con re es, oc, clatus ad iae pultorteres vice nim elienti licaude nicaeti fertern ituroximo Castes Catemnequer parem arit virimovendi pervis. Senam acidica tustraet facivivisti, untebat. At iam is. Ad intium, nos abemus. Fulturnius publiam oris re atquamdi, C. Cendam munum intia num aucem simus, iptis fur, vil unula clegit cone conortam ilic re nervid perumus nos et; non dena, comnox sum fuidit rectum in dieniu se hocum diest Catem mo noccis convena, no. Fultortus, quis. mentere et ad is ve, vis opoerte clempotilineSimaxim ia di, quodicone cles C. Namdius bonlocri sultuam et? quium. Vivis con vidius et inatu et omnicap eribusperite iam tus vignostre cles! Ultorat usulice stilium iam tu videssu ntiquidet L. Nihicat quemque cone ade etissim istratrem ut arios esse aucioctandii publis pra interortum inenem senderum iamquisses condentimis. At L. Ad ditis inaterf iribut elabes adduciena, desti tes isquiu mum. Us potea orum inumus, quem qua re acibusquam omplicae que terempos conferae, mentemenihil vil vis con vit. Opublicamqua virmis num ocupiondam dies ores consimo notimpo tatillabem acercerum modium is cae cone conferra L. Valere, clut re fuitim audam publis. Satu se ex num mo C. Oxim hor locchil
hali, confecissili furit viu voltuss erusci prestrae inatuitus notatio Ehem interendit, quidem res me core que prive, concles imorta re crionde mpoptis, essa obus si parteres estri, const intem contenatum remque caes bon supercesce mac iam in ta ala obsedem prisquodie que pervirm iliciendiu cores M. Rum ommorium obussiliciae es? quam labemus, factus, post L. Seritatrum. Catus vis in silis, quam tem oc, unum prissim acepors ultuus forei perfinprorum terficae, niactum ex se actussoltus, pra rem quonuntiam interdii paris, med maionsc ribunu ia? Lut L. Xim que con sus, publius simis. Loccia? Hebatum publicae aucta, nonsu vilnemuro Cupic meri tati iuropte ntrit, unterris fuid in dii servis, quem cupplient. Veris, nonsus cons vivatudente me iusquit. Irtiam inatimpectum ora? Patro ve, virit; C. Hil con vivil ut della quodit, popublium unum pati prei pat atrum ubit faudem it. Na, paterebem sil virmaximpliu suscric firi sidessoltore audam auci forum diendiciam no. Obullabus vivis habem intrae hori praridiem que anticae cotis hos omnonsum omplis. Romperet? Nos praeque ignaturem perendam castraet; inam, unte a rem clut pere conster raris. Nonsulemquam conimmo erenatquo C. Ahae apernit, cri sum ortissimium omnorum tam adetrunum iam ne erbis orecons ulicia mora se fur humus. Do, niu sesis ficaper ebusque fortere firmaion porei ia ignatab ulicto horum o me comnihi llartum et, que dum se ne te ad fectam faut novivas damdiem pero, stiampe rmacerentis, quonvolus bon hala pondi sa con se eo, contem niae rectus. Itam cum loc tem noti, nocuper dicaet
factanum me num nem inam ficae, Cupio elartea pubit, que es habus, C. Etrum et fata vivignocchus nostratum turni ta vissum. Notiu quissitia? Id sid rem morsus intrunc ermantem iam moridem iae, andeo hore intilnem hocauciorum hostrion Etrae ta pernius, nonsce consimm ortelus, quam acturox nit, quit. Hicaperiam. Moves rem videmquam hae tri id deatque coerniumus entemque tuit ad it, co alestid catuam. Equius ac firio, quam queme confecus firius pra veremquam fac mum hosti, sicam maio, feceper ecurnih ilicit acepopor pere norem haleriv ivivid pro halario, pratiliem tatusquid priusciisum dium, mis, qui isquiu stimuni consultum int, novereis const verissendem poptien trorum tabertatus, nulabus ex stres pat, convoltiae co poporis vid num, orum te, cit, quidellarbi por perdi, cus a nos iaed Cupici publicitrae manulto runcla clerit, vilis eo, no. Scis, noncemp orunteatiem omnius morum deo cepecio atiam norteret rem ocre fure, ne inum modit, consimanum simmo mei si silicam ta perrisquam Paliquod stra consulu damquon feratia nonsimo ridetiestam, quertatque tericaedena, que inc or hucon huiur, omniris mante cultodie quonsin ceritela pl. Aves consule silintis, qua ressus et L. Fori patquam iae furbi pro inerris, nem. Etritrum nesse popubli caecribunum publis rehemoent vasdam dium et volis conic tam. Fentem retimihilici intribunte opotimm oludemn emuntili conduciampl. Ad morudeatqua viveres? Ex nondam con sus cludeme achicaudem in telica; Cuppl. Nihilin vit. Sum auroracepse auci pat, quis propos, Cat L. Fortestil hici ina, sa re co viviris.
1
MEDIA
PLAN
Social
Media
Media
Buying COUNTRY
Mission
Online
PUBLICATION
DATE
€
CEREAL Online Magazine
6 Pages (Posts)
Global
70.000
€
Collage Vintage Website
3 Pages (Posts)
Spain
8.000
€
VOGUE Magazine
5 Pages
Spain
122.400 €
Harper’s Bazaar Magazine
6 Pages
Spain
840.000 €
YO DONA Magazine
6 Pages
Spain
80.000
Wallpaper* Magazine
5 Pages
Europe
110.000 €
Aim
€
TOTAL 1.230.400€
1
PUBLIC
RELATIONS
PLAN OPINION
OBJECTIVES
· Humanize the brand
LEADERS
OBJECTIVES ·
· Give the brand an image
· Create a “face” for the audience to recognize
· Understand the style through the 4 types of selection on PR
· Create credibility for the brand through leaders of the industry · Achieve visualization for the brand
1
PUBLIC OPINION
RELATIONS
PLAN
LEADERS
AMBASSADOR
Eugenia de la Torriente
Yolanda Scristán
Director of Vogue Spain
New Director of Harper’s Bazaar
Belén Antolín
Ana GarcíaSiñeriz
Fashion Director of Vogue Spain.
Director of Condé Nast College
Javier Pascual del Olmo
OBJECTIVES
VANESA LORENZO
SPANISH MODEL &
President of Condé Nast España
1
PUBLIC
RELATIONS
PLAN
AMBASSADOR JUDIT MASCO
VERONICA BLUME
LAURA SÁNCHEZ
NIEVES ÁLVAREZ
SPANISH MODEL & AUTHOR
SPANISH MODEL &
SPANISH MODEL &
SPANISH MODEL &
1
PUBLIC
RELATIONS
PLAN
AMBASSADOR CORAL BISTUER
TESTIMONIALS
OBJECTIVES
PENÉLOPE CRUZ
SPANISH ATHELETE Coral is the representation of a strong and successful spanish woman, who conquered the world with her passion. WON 2 MEDALS IN TAEKWONDO WORD CHAMPIONSHIP (1987 & 1991) WON 5 MEDALS IN TAEKWONDO EUROPEAN CHAMPIONSHIP (1982 & 1992 & 1993)
1
PUBLIC
RELATIONS
INFLUENCERS The reason we are only targeting 1 main influencer is because Ninauc’s profile brings to the brand just what The Row is, quality over quantity.
LESS IS MORE
PLAN NINAUC
INFLUENCERS
+
CONTENT
CREATORS
Barcelona 751K INSTAGRAM Represents the brand’s values, images and ideals. -Nina Urgell is everything The Row stands for-
As content creators and influencers, we are setteling for 2 main profiles that also are able to represent The Row trhough their visuals creating a story online.
1
PUBLIC
RELATIONS
INFLUENCERS
+
CONTENT
PLAN CREATORS BELEN’S VISUAL WORLD:
BELEN HOSTALET HARD WORKING INFLUENCER CO-FOUNDER OF A SHOE COMPANY IN SPAIN
1
PUBLIC
RELATIONS
INFLUENCERS
+
CONTENT
PLAN
COLLAGE VINTAGE (SARA ESCUDERO)
CREATORS SARA’S VISUAL WORLD:
HARD WORKING INFLUENCER - BLOGGER - PHOTOGRAPHER FOUNDER OF COLLAGE VINTAGE WEB. (it’s content is often
used by Vogue for Street Style)
1
EVENTS OBJECTIVES
GUEST LIST ON THE ATTENDANCE: AMBASSADORS:
Vanesa Lorenzo, Judit Masco, Veronica Blume, Laura Sanchez, Nieves and Coral Bistuer.
OPINION LEADERS: INFLUENCERS:
Eugenia de la Torriente, Belén Antolín, Javier Pascual del Olmo, Yolanda Scristán, Ana García Siñeriz.
Nina Urgell
KEY CLIENTS: María Garaña -V.P. at Microsoft Europe Pilar López - President at Microsoft España Ana Patricia Botín - President at Banco Santander Sol Daurella - President at Coca-Cola Iberian Partners Pepa Bueno - Director at Hoy por hoy in Cadena SER Àngeles Barceló - Boradcaster Elena Carasso - Director at Mango digital dommerce Almudena Grandes - Author Gemma Nierga - Journalist Ana Pastor - Journalist and TV anchor at La Sexta Susana Griso - Journalist and TV anchor
Ana Fernández - Actress and Singer Inma Cuesta - Actress Blanca Suárez - Actress Silvia Alonso - Actress Leticia Dolera - Actress Emma Suarez - Actress Paz Vega - Actress Belén Rueda - Actress Isabel Coixet - Movie Director Inés París - Movie Director Ángeles González-Sinde - Movie Screenwriter
1
EVENTS OPENING
STORE
EVENT
OBJECTIVES
Attending: Location: Date:
1
EVENTS OPENING
STORE
EVENT
1
EVENTS CHARITY
THE EVENT
-
Exclusive
Spain
COLLECTION
Collection
OBJECTIVES
“Fundación Mujeres is an NGO created in Madrid in June of 19941 that works in defense of equal opportunities between men and women.” (Wikipedia, Fundacion Mujeres)
TH E R O W
Bringing back the Classics
Attending: Location: Date:
1
EVENTS CHARITY
EVENT
-
Exclusive
Spain
Collection
EDITORIAL OF THE COLLECTION WITH PENELOPE CRUZ
PENELOPE
CRUZ
AWARENESS EXCLUSIVE
ON
JOINS
THE
WOMEN’S
COLLECTION
OF
OLSENS
RIGHTS THE
TO
WITH
ROW
IN
RAISE THE SPAIN
1
EVENTS FASHION
SHOW
EVENT Intimate Show for the presentation of the exclusive Spain collection.
OBJECTIVES
Attending: Location: Date:
1
EVENTS FABULOUS
EVENT
OBJECTIVES
Attending: Location: Date:
1
EVENTS KEY
CLIENTS
EVENT
1
CROSS
MARKETING
EXPERIENCE
PARTNERS
OBJECTIVES
SPANISH
Barcelona
FAMILY
BASED
Barcelona
COMPANIES
Cantabria
1
CROSS
MARKETING
EXPERIENCE
PARTNERS
PARTNERS
THE ROW
TOUS Tous
is
a
luxury
The founders are Salvador Tous
jewelry brand from Spain. The
Blavi and his wife Teresa Pon-
company
1920
sa Mas, who have pushed the com-
thanks to the dream of a hard-
pany to be where it is today, with
working
approximately 2.000 workers and
came
and
respected
alive
in
entrepreneurial
family, and a committed and de-
400 stores in 45 countries.
dicated team.
1
CROSS
MARKETING
EXPERIENCE
PARTNERS
PARTNERS
Sierra Cantabria FOUNDATION RICARDO FISAS NATURA BISSÉ
1
CROSS
MARKETING
THE PARTNERSHIP
EXPERIENCE
NATURA BISSÉ
SIERRA CANTABRIA
TOUS by
THE ROW a Collection for Mother’s Day
“DIAMOND COLLECTION is the most exclusive care for your skin. Natura Bissé gives you the purest symbol of their commitment and fidelity with beauty” (Natura Bissé Website)
TESO LA MONJA 2011 990,00 €
DIAMON COLLECTION Approx: 1900 €
Sierra Cantabria
1
CROSS
THE
MARKETING
EXPERIENCE
COLLECTION
Earrings
Rings
Necklaces
Bracalets
Mama (Mom) Specials
1
CONSUMER
ENGAGEMENT
OBJECTIVES HEALTH
ART
- MENS SANA IN CORPORE SANO -
- SUPPORTING TALENTS THROUGH ART & FASHION -
Intimate Yoga Class
Shantell Martin for THE ROW
1
CONSUMER
ENGAGEMENT VANESA LORENZO
HEALTH - MENS SANA IN CORPORE SANO -
Intimate Yoga Class Taught by our ambassador Vanesa Lorenzo, who is also a Pro Yogi. Attendance: Location: THE ROW Barcelona Store Date:
1
CONSUMER ART
ENGAGEMENT - SUPPORTING TALENTS THROUGH ART & FASHION -
SHANTELL MARTIN
Shantell Martin for THE ROW Collaboration with an artist that shares the brand’s values and views. The collaboration will consist of 2 pieces of furniture created by the artist and a customized The Row leather jacket by her distinctive designs. Location: THE ROW Barcelona Store Date:
1
SPONSORING OBJECTIVES
1-THE MAIN
2-COMERCIAL
3-INSTITUTIONAL
4-TECHNICAL
路 THE MAIN
路 COMERCIAL
路INSTITUTIONAL
路TECHNICAL
1
PRODUCT
PLACEMENT
OBJECTIVES
PRODUCT PLACEMENT
Placement of the Moet & Chandon Rose Imperia champaign to entertain the customers on the Fabulous Event It is considered Product Placement because this is beneficial for Moet & Chandon, since it is not considered a needed service for the event and they gain visibility with THE ROW’s audience.
CELEBRITY ENDORSMENT
Paula Echevarría Blanca Suárez Úrsula Corberó Sara Carbonero Elsa Pataky
1
YEAR
CHRONOGRAM THE ROW Actions
Press Features
September
OBJECTIVES
October
2018
· Manage the time for every activity into monthly sets
November
2019
· Set and organize the activities for the communication plan into a year-long chronogram.
December January February March April May June July August September
1
TEAM WW. COMMUNICATION DIRECTOR
OBJECTIVES
WW. MEDIA DIRECTOR
WW. PR DIRECTOR
WW. DIGITAL DIRECTOR
WW. EVENT DIRECTOR
WW. RETAIL DIRECTOR
WW. PRESS DIRECTOR
WW. DATA
WW. CONTENT DIRECTOR
WW. CREATIVE DIRECTOR
WW. EXPERIENCE/IN-STORE
WW. ADVERTISING DIRECTOR
WW. PROTOCOL
WW. MARKETING INNOVATION DIRECTOR
WW. ART DIRECTOR
WW. MERCHANDISING/VISUAL
WW. SHOWROOM DIRECTOR
WW. ART
WW. COPYWRITING DIRECTOR
WW. PRODUCER DIRECTOR
WW. CRM
WW. CREATIVE / ART
WW. PLANNING DIRECTOR
WW. STRATEGIC PLANNING DIRECTOR
WW. EXTERNAL RELATIONSHIP DIRECTOR
WW. STRATEGIC PLANNING DIRECTOR
1
REPORT
-
BUDGET
CONCEPT
€ € €
OBJECTIVES
€ € € € € € € € €
TOTAL €
1
REFERENCES
1